![]() ![]() Can I trust you with my data? Can I trust your ethics? Can I trust you're doing good for people in the planet? And as trust has morphed from this abstract concept to a measurable competitive advantage, organizations are shifting from tactical compliance initiatives to a unified strategy of trust intelligence.” “Look, society has recalibrated on what good looks like for business, and above all else, it's trust. Here's how Kabir answers "what do you do?" now: ![]() People need a narrative - about the movement in the world you're seeing and championing - to make sense of what you're building. ![]() So our reps pitched siloed capabilities, which forced the altitude of our conversations to be really low in an organization."Īt a certain point, “product describing” fails. “We'd say we're a privacy, security, third-party risk, data governance, ethics company," he told me. (If you saw my 2022 post about showing up sweaty from Ultimate frisbee to a first call with a CEO, that was Kabir.)īut as OneTrust expanded, Kabir and his team found it increasingly difficult to explain. When Kabir first emailed me, he had already raised $500M+ and OneTrust was one of the fastest-growing SaaS companies ever. One, around Series A/B, is when there's a shift from the founders taking every sales call, to a broader team that craves strategic guidance.īut another, and this comes later, is when the company scales from a single product to a multi-product platform.Īn example of the latter is Kabir Barday, CEO of OneTrust. There are distinct points in the company-building journey when CEOs reach out to me about narrative. (OK, yes, and that some of those also baffled an intrigued by the puzzle will be CEOs who call me.)Īnyway, keep the bs detection posts coming, Jonathan. My aim is not to convince anyone, but to share attempts at solving a puzzle that has long baffled and intrigued me. The Bigger Narrative (podcast): /podcast (some eps, including the first, include data on story impact, though of course that's almost impossible to tease out in a rigorous way) INTERVIEWS W/CEOS ON STRATEGIC NARRATIVE DEVELOPMENT AND IMPACT To Create a New Category, Name the New Game The Greatest Sales Deck I've Ever Seen: While I haven't nailed an ironclad case (and probably never will), here's some of what I've learned and shared: I'm way less interested in narrative as a marketing tool than as a leadership (strategy) tool, but I've been doing my best to figure this out in public. So what applies? What doesn't? 20+ years later, I'm still trying to answer the same questions that Johnathan Dane poses in the tweet below. That said, once upon a time, my VC pitch went from ignored to term sheet after I read books about narrative structure. I've always found the term "storytelling" yucky in a business context. ![]()
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